Our Story

Amato’s Toy and Hobby of Middletown has been bringing fun to Connecticut families since 1940, when then 14-year-old Vincent (Vinny) Amato started the company in the heart of Downtown Middletown. This 83-year-old family business is now owned and operated by Vinny’s daughter, Diane Gervais and her husband Joel, with their daughter Caroline joining the company as the third generation in 2019, after graduating from Bentley University!

Amato’s Middletown, as it is affectionately known, is a one-of-a-kind destination with an extensive, curated selection of toys and hobbies; featuring fun and imagination-based activities for kids and adults alike. Their aisles are overflowing with over 12,000 hand-selected items, including games, dolls, stuffed animals, crafts, books, puzzles, legos, model trains, model kits, model rockets, remote controlled cars and more. New products arrive daily, delighting kids and adults of all ages who travel from all over the state, and the surrounding states, to shop! 

With their friendly and welcoming approach to customer service, customers are treated like members of the family, making their visits more than simply a shopping trip—it’s an experience. Knowledgeable staff members are always available to answer technical questions and guide customers as they shop. Their expert Gift Specialists are known for their expansive product knowledge and innate ability to find the perfect gift for any occasion, and their Amato’s Signature Gift Bags are instantly recognizable at birthday parties across Connecticut!

Each year, Diane and her team add new and inventive ways to support and engage with the community. Exciting new brands, interactive events, an expansive social media presence, personalized holiday gift baskets, community partnerships, nationwide shipping, personal shopping and most recently, Toy Store Takeout, are among the many ways that they attract and delight generations of Connecticut families, as well as customers across the country!

In 2010, Amato’s Middletown added TrainLand to the lower level of their 9,000 square foot storefront. TrainLand is filled with interactive train layouts, the Vincent Amato Antique Toy Train collection and train memorabilia, which has been enjoyed by thousands of Connecticut families. Over the years, visits to the annual holiday exhibit and events have become a family tradition for many!

Amato’s Middletown is proud to be a part of the lives of so many generations of families, and the community, and looks forward to celebrating their 100th anniversary in 2040!